The logotype of the Parapan American Games, Guadalajara 2011 is a tribute to the essence of the athletes. The essence that goes beyond their strength or agility, the essence that lives in their hearts and from where their greatness arises.

To represent it I do an analogy with one of the most representative elements of Mexico, the Blue Agave, a plant which heart is used to produce Tequila. It is easy to appreciate the beauty of this plant, with its tale blue leaves extended in all directions, but very few times people think that the origin and strength of those leaves come from a strong heart that we do not see, and that when shown, reveals a beautiful pattern of stars that extend from its center.

In the same way, it is easy to admire athletes for their skills or for the power of their muscles, and forget that their real strength comes from their hearts. But it is enough to witness any wheelchair competition, adapted swimming or a boccia match, to be able to appreciate that internal essence that inspires and gets them to achieve the inconceivable.

Roles // Graphic Design and Concept